Hanes Brand

Client

Industry

Challenge

Hanes advertising has been less prevalent in recent years and has mainly focused on men's boxers. As a result, women's Hanes apparel has taken a backseat and has been far from the first choice for their target market. The campaign's purpose was to rebrand Hanes women's underwear as both trendy and stylish in order to compete with brands commonly worn by younger consumers like Aerie and Victoria's Secret.

Process

I proposed a strategic brand partnership with Urban Outfitters to create a synergistic relationship with the trendy apparel powerhouse. Additionally, due to its rising popularity with millennial and Gen-Z, creating a puzzle with Hanes as the solution was seen as a creative and interactive option to put Hanes back on the younger generation's radar.

Solution

Overall the goal was to show consumers that Hanes Brand was transforming and able to compete with the more well-known brands of today. The Hanes Wordle solution was focused on the campaign's message with the image displaying the message: "Yours Under Wears Needs Style Hanes" in order to fit the puzzles five-letter word formatting.

Photoshop was used to put Hanes models on the Urban Outfitters homepage as well as their women's intimates and lounge section. Sales for the Hanes products were included on the homepage along with a photo of a Hanes model, taken directly from the Hanes website.